experience, but creative writing alone isn't enough. there are a lot of seo principles, search engine optimal principles with writing, i have found the skill level is lacking. >> i was reading we exchanged e-mails yesterday and i was noticing even the applicants you're getting, they can't write, which is depressing to me. >> yes. i like to say that writing is a lot like singing and everyone thinks they can do it well but few can. if you have seen an audition of "american idol," there are a lot of william hungs in the writing world as well. >> a big proesh lem than just finding qualified workers. props a problem with the educational system as well, it should be a cinch to learn how to write. >> but it isn't. >> you learned that your whole life. >> right. we have people who apply for work with us who have creative writing degrees and enlish degrees and who have blatanter ors in their cover letter. and every word counts with our company. we're sending out press releases that are highly visible. one word can make a difference between when we get sued or our clients get sued or pr goes as planned. kind of a

created by companies that really have a knack for understanding search engine optimization. those companies are often referred to as content farms. you click on them, you know, you get something that's remotely related to what you're looking for, but potentially isn't very helpful, might even be factually inaccurate, and is probably covered with ads so that the company that created the content can reap the benefits there. >> so, how is google tweaking things? i mean, for all of us, is it, i guess the concept, should we broaden the search or should we reduce the search words? >> one of the things google keeps very much under lock and key is how it handles its search algorithm, so there's a lot of very calculated tweaking going on there and a lot of that is absolutely not open to the public. >> then they've got the psychic i'm feeling lucky button, too. so they have to be thinking what you're thinking, exactly what you want, so that has to be right. >> absolutely. and i think google has something at stake here because these companies have figured out how to gain its algorithm and ge